Safeway Aims To Gobble Up Thanksgiving Market Share

I started noticing Safeway’s Thanksgiving television ads while watching Sunday NFL football back on September 22nd and thought it was innovative for the chain to try to “own” an important family eating event, second only to Christmas – I imagine.

It is a pretty good fit with the Safeway brand, and the television ads consist mainly of Thanksgiving meal “food shots” and a voiceover urging busy shoppers / moms to shop and Safeway and take some of the stress away from this big event.

Of course, Thanksgiving is a super competitive timeframe for supermarkets – and in Western Canada things are heating up with Sobeys recent price reduction campaign, the continued rollout of Walmart Supercentres and the introduction of No Frills to the region.

That’s why we commissioned a price survey, powered by Field Agent to compare a typical grocery basket for Thanksgiving among Safeway, Sobeys, Superstore and Walmart Supercentre. The results are found below.

It will be interesting to look back at ACV results for Q4 and see if Safeway did indeed get a Thanksgiving “bump”. If they did – they can credit the advertising campaign as it is not necessarily prices that are driving the sales spike given our price survey results.

Store Details

  • Real Canadian Superstore – 4700 130th Ave. SE Calgary, AB  T2Z 4E7 – Monday, October, 3, 2011
  • Safeway – 4915 130th Ave. SE Calgary, AB T2Z 3V8 – Monday, October 3, 2011
  • Walmart – 4705-130th Ave. SE Calgary, AB T2Z 4J2 – Monday, October 3, 2011
  • Sobeys -20 Mckenzie Towne Ave. SE Calgary, AB T2Z 3S7 – Tuesday, October 4, 2011

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